Swedish Ad Agency Behind "School of Sex" Publicity Campaign

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Lovemaking 101? Not happening.

The news that an International School of Sex was going to open up in Sweden was a staged promotion by, you guessed it, an ad agency, reports The Local.

Back in November, it was announced that a controversial Swedish artist, Ylva-Maria Thompson, would be heading up the "Austrian International School of Sex," emphasizing "hands on" lessons in lovemaking. Then, in December, Thompson admitted that the publicity campaign was thought up an Austrian advocacy group, known as The Bird Base, to raise awareness about Sweden's low birth rate.

But The Bird Base turned out to be creatives from Studio Total, which previously had staged a hoax campaign in Austria sending misprinted Kafka books to the press. The campaign was created for a business and trade association's Youth Movement. According to The Local, the movement was hoping the campaign would start a debate about issues in Sweden -- just to get people talking.

And it wasn't just the media that failed to ask the right questions. The Bird Base was also contacted by an unknown American production company that wanted to shoot a reality show at the "school."

Picture courtesy AISOS.
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